Give Shaun from Accounting a break (or how to define your target audience)
One of my favourite brand cases studies is that of Harley Davidson. If I were to ask you to describe the Harley Davidson target consumer, most people would say - tattooed, rebellious, and a bit intimidating. You probably wouldn’t describe Shaun from Accounting.
However, accountants are actually Harley Davidson’s bullseye target. John Russell, former MD of Harley Davidson once said “Harley Davidson sells to 43-year old accountants the ability to dress in leather, ride through small towns & have people be afraid of them.”
As a result, Harley Davidson was known for their ability to know their audience & as a result, cut through in a way that sold a lot of motorbikes. Mostly to Shaun from Accounting & his mid-life crisis…
Picture this: You've just developed the most amazing line of eco-friendly yoga mats. Now, who are you trying to sell them to? Busy professionals? Yoga enthusiasts? Environmentally-conscious consumers? These questions lead us to the first step.
Identifying your ideal customer: Start by creating a detailed profile of your ideal customer. Consider factors like age, gender, income, location, hobbies, and values. For our yoga mat example, let's say our ideal customer is a young, health-conscious, eco-friendly yoga enthusiast.
Delving into their needs and preferences: Now that you've identified your target audience, ask yourself: What do they need? What do they value? What kind of message resonates with them? For our eco-friendly yoga mat example, this audience might value sustainability, premium quality, and a sense of community.
Engaging with your audience: How do you communicate with your target audience? Are they more likely to engage with you on social media platforms, like Instagram, or would they prefer a newsletter? For our yoga mat audience, it's safe to say that Instagram would be a great place to showcase the product and create a sense of community through shared values.
Listening and learning: Your relationship with your audience is a two-way street. Always ask for feedback and adapt accordingly. Are they satisfied with your product? What improvements do they suggest? By actively listening, you can refine your offering and make your customers feel valued.
Building trust and loyalty: To create a loyal customer base, you need to deliver on your promises and provide a consistent brand experience. Authenticity and transparency are crucial. For our eco-friendly yoga mat company, sharing the story behind the product, sourcing materials, and manufacturing processes can help build trust with the audience.
By asking questions and staying in tune with your target audience, you can create a strong connection that fosters growth and success.
